Transcript of "Build Innovation Into Your Strategy"
Build Innovation into Your Strategy“Genius is 1% inspiration and 99% perspiration.” – Thomas EdisonAbstractInnovation can include both paradigm-busting breakthroughs andincremental improvements in existing products or services. In eithercase, an organization can articulate, align, and communicate howinnovation fits into its overall strategy through the use of an integratedstrategic planning and performance management system featuring astrategy map and balanced scorecard. This ensures that innovationefforts are given the right focus and support, and that innovation trulybecomes integrated with the rest of the organization’s activities.Why Innovate? By Dan MontgomeryEvery organization, whether a business, non-profit, or government Senior Associateagency, must innovate. The need to innovate is a well-documented Balanced Scorecard Institutefactor in private industries, such as technology, consumer goods andservices. But in fact, we see the same dynamic across our entire client &base. Non-profits must address growing client needs, while dealing Gail S. Perrywith cutbacks in funding and competition for philanthropic dollars. And Vice Presidentmany government organizations, whether civilian or military, from the Strategic Solutionsfederal to the local level, are facing what one of our clients referred to Balanced Scorecard Instituteas the imperative to “Transform or Die.” Every organization we workwith is increasingly in a mode of “white-water” change.What is Innovation?Innovation has become one of those words that mean very different things to different people. The experts definetwo main categories of innovation:Breakthrough Innovation – truly new products, services or business models that fundamentally disrupt customerbuying patterns and competition in the industry or operating environment. Personal computers, the internet, andnanotechnology are good examples of breakthrough innovation. The mythology of breakthrough innovations usuallyincludes images of the lone inventor working away in a garage, or “skunk works” separated from the politics of aparent corporation. But, in fact, many everyday products we use today – such as the Internet - were originallybreakthrough innovations generated through public-private collaborations in federal agencies such as NASA and theDepartment of Defense.Sustaining Innovation – incremental improvements in products or services that extend the life of or build upon whatwas once a breakthrough. The introduction of a new version of Windows would be an example of sustaining 2000 Regency Parkway Street, Suite 425 . Cary, North Carolina 27518 USA . Phone: 919.460.8180 . www.balancedscorecard.org
Build Innovation into Your Strategy Page 2 of 6innovation, and, before that, the annual introduction of new models in the auto industry. In the government sector,examples would include automating services such as driver’s license renewals or Social Security applications using theWeb – to use new technology to deliver mandated services more efficiently and effectively.Sustaining innovation is a much more “manageable” process, and many large corporations like Microsoft and Procter& Gamble excel at it. Breakthrough innovation, on the other hand, is often messy, unpredictable, and may evencreate conflicts within an organization as the breakthrough disrupts entrenched interests and ways of doing things.Many argue that “sustaining innovation” shouldn’t even be termed ‘innovation” at all. In any case, there’s adistinction to be made between the “Eureka” moments that produce the big, breakthrough ideas, and the moretedious process of implementing them. Call it “inspiration” versus “perspiration”.But does the distinction between inspiration and perspiration mean the two definitions of innovation have to be inconflict? We believe that a strategy-based balanced scorecard offers a way to value and encourage both.Why Balanced Scorecard?A strategy-based balanced scorecard system involves the collaborative development of a firm’s “Story of theStrategy” and identifies the connection between creative capacity, efficient product development processes,improved customer and stakeholder value, and financial outcomes.The balanced scorecard uses four strategic perspectives, shown in Figure 1, below – complementary but distinctlenses for looking at organizational strategy and performance. The use of perspectives allows the organization tobuild a model of how the “intangible” factors – creativity, talent, new ideas, collaborative interaction with customers– interact with the more “tangible” factors – well defined processes, dollars invested, sales results - to create aninnovative, sustainable organization that can adapt resiliently to change. FINANCE: In a business, owners, investors and analysts view the organization as a financial system that provides return on investment. In a non-profit, donors see the benefit to others from their support of the organization’s mission. In government, taxpayers and their representatives see value for money spent on the public good. CUSTOMER/STAKEHOLDER: In a business, customers see the business’ products and services as a way to satisfy needs and desires at an appropriate price, and stakeholders may act as advocates for other issues, such as the environment and the community. Non-profit and government agencies work within a complex network of impacted clients and stakeholders, any or all of whom may exercise influence on the organization’s funding or license to operate. INTERNAL PROCESS: The activities at which the organization must excel in order to provide value for customers, stakeholders, and ultimately, those who foot the bill. Internal management and staff (including contractors, volunteers and others) work to improve business processes to efficiently turn resources into outputs (products and services) that will satisfy customer and client needs. In the case of innovation, effective processes include the procedures for evaluating new ideas, testing them, funding them for further development, or discarding them – the “perspiration”. ORGANIZATIONAL CAPACITY: The foundation of the other perspectives – the physical infrastructure, culture, tools and technology, knowledge and skills, and information systems required to create, plan, design, and deliver products and services to customers and stakeholders. Organizational capacity is a mix of tangible (people, tools, systems, structures) and intangible assets (ideas, culture) that allow the “inspiration” to bloom. 2000 Regency Parkway, Suite 425 . Cary, North Carolina 27518 USA . Phone: 919.460.8180 . www.balancedscorecard.org
Build Innovation into Your Strategy Page 3 of 6 Figure 1: The Four Balanced Scorecard PerspectivesBringing Strategy Down to EarthIn a balanced scorecard-based approach to planning and performance management, we always start with strategy.We are not innovating for the sake of innovating, but building a core capability that allows us to provide value for adefined customer value proposition.Figure 2, below, shows the logic of how a strategy-based balanced scorecard is developed, starting at the high-altitude of mission and vision and linking strategy, step-by-step, to operations on the ground. Figure 2: Strategic Planning and Thinking Using the Balanced ScorecardInnovation as a ThemeA strategic theme is a major “pillar” of the strategy that directly supports achievement of the vision and mission ofthe organization. A good theme contains a linked set of strategic objectives that touch on all four of the scorecardperspectives. These linked objectives tell the story of how innovation contributes to the Mission and Vision of theorganization, and forms the basis for communicating the strategy story to everyone in a consistent manner. 2000 Regency Parkway, Suite 425 . Cary, North Carolina 27518 USA . Phone: 919.460.8180 . www.balancedscorecard.org
Build Innovation into Your Strategy Page 4 of 6Innovation becomes strategic when it is fully integrated into the fabric of the organizational planning andmanagement process.Organizations typically have several strategic themes or focus areas, such as: Operational Excellence, Sustainability, orStrategic Partnering. Innovation can be a strategic theme, as well. As a theme, Innovation can be viewed througheach of the four perspectives of the balanced scorecard, for example: From a financial standpoint, innovation means the organization is continuing to provide value – expressed in financial terms – for owners, donors, or taxpayers, depending on the type of organization. From a customer and stakeholder standpoint, innovation means developing and deploying new products, services, or business models that create increased value for customers or clients, and address the concerns of other stakeholders. From a process standpoint, innovation means creating and managing a well-understood process for evaluating, fostering, and deploying promising ideas. From an organizational capacity standpoint, innovation requires a blend of leadership and culture, skills, and organizational structures that allow new ideas to be generated.An Example Innovation Theme MapA strategic theme map visually depicts how objectives work together in an integrated, cause and effect sequence tobuild innovative culture, behavior, processes and results into the core of your organization. Figure 3 is a typicalstrategy map for an “Innovation” theme. Figure 3: Generic Innovation Theme MapHere is the story the strategy map tells: “We will build an innovative culture in which new ideas and collaborative thinking are encouraged among our employees. In addition, we will work with outside partners, such as academic researchers, to evaluate how new technologies can be used to improve our products. We will develop a better way to evaluate, prioritize, and develop new concepts, and will integrate these new ideas into our product portfolio so that we always have new ideas in the pipeline ready to be turned into products/services. This will be supported by better 2000 Regency Parkway, Suite 425 . Cary, North Carolina 27518 USA . Phone: 919.460.8180 . www.balancedscorecard.org
Build Innovation into Your Strategy Page 5 of 6 intelligence about the markets we operate in. We will co-develop products/services with customers in order to ensure that we are meeting their needs and providing enhanced value for them. This will lead directly to increased sales. We will manage our product development budget in such a way that we are able to determine the return we receive on product/service development expenses. By managing this process and generating increased sales of new products/services, we will sustain the profitability of our organization.”We typically recommend that you develop 3-4 theme maps, and then combine them to create an overall strategymap for the organization. All of the themes, including Innovation, are merged into a powerful, mutually reinforcingbusiness strategy. To learn more about how strategic themes are used in developing an overall strategic balancedscorecard: Strategic Themes: How Are They Used and WHY?Measuring InnovationIn a strategy-based balanced scorecard system, measures are a means, not an end. Meaningful, strategicallyimportant measures can only be developed once strategic objectives have been developed and linked together on thestrategy map. And, understanding what measures are truly strategic will help you to identify and prioritizeorganizational initiatives that will “move the needle” on your strategic performance. Figure 4, below, shows howperformance measures and initiatives are developed in service of these objectives. Figure 4: A Complete Strategy Based Balanced Scorecard 2000 Regency Parkway, Suite 425 . Cary, North Carolina 27518 USA . Phone: 919.460.8180 . www.balancedscorecard.org